CMS Expo Shines A Light On The War between Sales and Marketing

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Numerous studies have shown that there is a very real gap between what firms produce as content for their marketing channels (e.g., website, social media, etc.) and what customer-facing employees communicate to customers in sales meetings, proposals, and even after a sale is made. This is as true online as it is on offline marketing and sales. In larger businesses, this has evolved from a broader organizational problem that can best be described as the War between Sales and Marketing.

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We need a way to design, produce and manage content that addresses the sales versus marketing conflict because if we don’t, we waste money, time, resources, and most likely, we lose customers and revenue.

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Terry Walsh, Founder of Acorn Growth Partners, will tackle the problem that most organizations battle every day: how to fix the inherent and escalating conflict between sales and marketing, especially in today's online and mobile marketplace. Walsh insists that an integrated messaging strategy is the key.

In many organizations, the Marketing team (who runs the website and defines the firm messaging strategy) is nearly always in conflict with the Sales team, who is often completely shut out of online sales efforts. In some cases, Sales doesn’t believe Marketing provides the right content to help close deals, and in the worst cases, they won’t use the content Marketing produces with potential customers. During Walsh's presentation at this year's Content Management Expo, "Sales Versus Marketing: How to Stop the Battle & Start Getting More Customers", the new realities of content production, and how content can be used to put the entire team on the same page will be discussed.

"We need a way to create, produce and manage content that addresses the very real sales-versus-marketing conflict, because if we don’t, we waste money, time, resources, and most likely, we lose customers and revenue," Walsh says in his recent blog post.

Walsh's online sales and marketing Best Practices will lead to better collaboration and higher revenue by creating an integrated bottom line. "Everyone in the organization contributes, and our customers win."